This is getting a lot of publicity in the UK, mainly I guess to promote his new TV series. Hugh Fearnley Whittingstall who is always very vocal on animal welfare and wrote a very good piece in "Eating" by Jim Mason and Peter Singer. During a radio interview he tried to point out that eating a pig was the same as eating a puppy. It has since been quoted everywhere and not really getting a good reception. It's really sad that people get so defensive when you talk about puppies and livestock.